It sounds weird, we know, but shaming has become a thing. We shame each other for all kinds of things now. Not to say the least, the environment.
But instead of turning to guilt as a tactic to make consumers more eco-conscious, Svanen, the Nordic ecolabel, believes the opposite. They want to encourage people for every step they take in the right direction.
Last year they launched the word “svana” (meaning doing a sustainable action) to put a positive approach to climate communication. To get the word out, we reached out to influencer Brita Zackari.
The campaign won the prestigious Native Advertising Awards 2021 in the category “Best campaign” for best use of influencer. NewNew also did a follow up production with singer Linnea Henriksson on the same theme.
This collaboration resulted in a ton of sketches with cut downs adjusted for a variety of platforms. Stills were taken for digital use. All versions customized for Nordic social media and OOH.
Svanen- Nordens officiella miljömärkning
Nordic SoMe, Out door film and still campaign